Dieses Buch gibt einen Einblick in zentrale Strategien, Erfolgsgeschichten und die Umsetzung von Nachhaltigkeit in einzelnen Unternehmensbereichen. Nachhaltigkeit wird fu?r Konsument:innen immer wichtiger und fu?r Marken ist es von zunehmender Bedeutung, Haltung zu zeigen ? in Bezug auf sa?mtliche Nachhaltigkeitsdimensionen. Denn Marken ko?nnen einen entscheidenden Teil zum Wandel beitragen, ihn sogar initiieren und lenken. Fu?r Markenmanager:innen ergeben sich damit diverse Herausforderungen und Fragen, u. a. zur Wirtschaftlichkeit nachhaltiger Strategien, zu rechtlichen Aspekten, zur optimalen Positionierung oder zur Glaubwu?rdigkeit der Ma?nahmen.
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